Channel 4: Murder Island Mobile Games
Open the game- Brand
- Channel 4
- Year
- 2021
- Objective
- Awareness
- Industry
- Entertainment
- Mechanic
- Puzzle
- Platform
- Mobile web
- Agency
- 4Creative
- With
- UNIT9
- With
- Le Polish Bureau
Objective
Channel 4 launched Murder Island, a crime-solving reality TV show, and needed to deepen audience engagement beyond traditional broadcast promotion. The campaign aimed to let viewers experience investigative work firsthand, turning passive television watchers into active participants testing detective skills before the show premiere.
Solution
UNIT9 developed a mobile-first microsite with three sequential mini-games released over time. Each game presented a different investigation scenario: searching a victim's phone for hidden clues, reconstructing shredded evidence from scattered pieces, and analyzing CCTV footage to identify suspects. Each challenge opened with a video briefing from DCI Simon Harding (a character from the show), framing the tasks as realistic detective training. Games were designed for quick, on-the-go play on mobile devices.
Results
The microsite generated 131,000 visits within the first few weeks of launch. The project won a FWA (Frames for Advertising) award.
